A unique country perception study
November 2020

FutureBrand Country Index 2020

Resilience and Reality

Welcometo theFutureBrand
Country
Index 2020.

It is 12 months since we last published the
FutureBrand Country Index but, in that period,
life as we know it has been turned on its head.
Every day brings new headlines that report poor
management of Covid-19 cases and floundering
governments, as well as an exodus from cities anddissatisfaction with lockdowns and social distancing.
But what if the 24/7 news agenda doesn’t reflect
what real people think and feel? The FutureBrand
Country Index 2020 reveals just that: our carefully
considered research found that a country’s
brand is deeply resilient, even at a time when
so much seems temporary and changeable.
As nations adjust to the ‘new normal’, there has
never been a better — or more important — time
to examine the value of a country’s brand anddetermine what makes it robust in the eyes of theworld. These are strange and challenging days
but many countries are standing firm, not least
those we might have expected to falter and fall.

In a world where little seems certain, the news
cycles are dominated by the worst healthcare
crisis in living memory, and many countries are
riven by political division, it’s easy to assume thatcountry brands have withered on the vine.

How do we know this? Well, while countries havetraditionally been measured and judged on factors
such as population size and GDP, at FutureBrand
we look beyond the obvious statistics. Our Index
scrutinises where people want to live, visit, invest
in, and buy goods and services from. Qualityof life is crucial and its value system is key.
In short, there’s a reality gap between
what the headlines tell us and what we,
as nations, actually believe.

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FutureBrand Country Index 2020

Contents

01

05

Resilience and Reality

02
06-15

The Top 75 Countries

16-25

New for 2020

08 Confidence
10 My Country as a Brand
14 Methodology

54
56
60
62
64
More

More

03
The Key Results
28
32
34
36
38
40

Reading Between the (Head)Lines
What a Difference a Year Makes — Or Does It?
Top 5 Risers In Ranking
Top 5 Fallers In Ranking
Who’s In, Who’s Out
The Covid-19 Effect

44
46
48
49
50

52-67

Overview
How Have They Done?
Up to the Job?
On the Inside Looking Out
Where They Would Most Like to Live
More

07
26-41

Other Top Stories

122-143

More

More

09
42-51

CitiesCountry by Country
72
78
84
94
98

Japan
Switzerland
NorwayGermany
Canada68-121102 Denmark
106 Finland
110 Sweden
114 UAE
118 New Zealand
More

08

124 The US, the UK, and China
130 Moving On Up: The Middle East Story
134 On the Rise: The Africa Story
140 Slipping Down: The LATAM Story

04
Crucial Stories for Critical Times

06

Regions
146 Asia Pacific
148 Europe
150 Middle East
151 Africa
152 LATAM
153 North America

144-153More

10154-159

Notes and
Methodology Detail160-163

Resilience
Economic Dominance vs Country Appeal
The Life Pursuit
Environmental Friendliness
The Way We Used to Live
More

More

FutureBrand Country Index 2020

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More

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01

FutureBrand Country Index 2020

Resilience and Reality
FutureBrand Country Index 2020

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Resilience and Reality

Confidence

Our Country Index
2020 clearly showsthat countries who
properly invest in
their brand reap
the benefits.

Confidence in the stability& reputation of a country:
We know from experience in previous
qualitative research on country
branding that confidence in the stability
and reputation of a country has anenormous impact on the way that acountry is perceived, and impacts
on major decisions regarding:We identify the main drivers for success andexplore how effective country branding, andconfidence in what that country has to offer,
can provide a tangible competitive advantage.

Whether or not to Invest in a Country

Put simply, building a country brand is a very
good thing to do. In a Covid-19 world, country
brands matter more than ever — we can’t
control events but we can control our country’s
resilience. It’s all about the long-term picture.

Whether or not to Visit a Country
for Business or PleasureWhether or not to Buy Products
from a County

With that in mind, not only do we haveyear-on-year results, we also have a six-year
scenario thanks to our 2014 Index. We prioritise
the calibre of the people we speak to andplace great emphasis on the longevity of ourdata. Now we can share that with you.

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Resilience and Reality

My Country as a Brand

For a country to be viewed
successfully as a country
brand it is seen as:

For a country to be viewed
unsuccessfully as a country
brand it is seen as:ConfidentUntrustworthy

Influential

UnreliablePolitically StableWeak

Economically ProgressiveOutdatedInnovative

CorruptTrustworthy

Economically & Politically Unstable

RespectedUnsafeTolerant

AggressiveReliable

Bad for Business

Safe

Slow

Honest nfriendly/Intolerant andU
Lacking RespectWell Developed
A LeaderGood for BusinessIndependent uthentic and with aA
Good Quality of Life

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Resilience and Reality

In a Covid-19
world, country
brands matter
more than ever —we can’t control
events but wecan control
our country’s

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Resilience and Reality

Methodology

Unlike other surveys, wedon’t send out random
questionnaires in ascattergun approach.
Instead, we talk toleading professionals
who are in key positions
and have compellingand pivotal opinions.

As we entered the sixth month of Covid-19, some
2,500 interviews were conducted with — among
others — CEOs, C-suite, MDs and top level civil
servants from across the world, each of whom rated
seven countries they were familiar with, making
this report uniquely informed and invaluable.

DE

IN

A

M

22: Buy Products
Made In

1: Value
For MoneyTOUR

2: Range of
Attractions

ISM

100%

21: Unique
Products

3: Resort &Lodging Options

90%
80%

20: High–Quality
Products

4: Would Like to
Visit for a Holiday

70%
60%

19: Authentic
Products

50%

5: Food40%

For the Country Brand Index 2020, we worked withQRi Consulting, our international research partner
who has more than three decades of experience inbrand strategy. As such, the research is generated
from a globally informed audience of frequent
flyers who evaluated the image and reputationof the World Bank’s top 75 countries by GDP.

30%

18: Tolerance

6: Historical
Points of Int.

20%

HERITAGE& CULTUREVALUESYSTEM10%

17: Environmental
Friendliness

7: Heritage,
Art & Culture

16: Political
Freedom

8: Natural Beauty

15: Good
Infrastructure
14: Advanced
Technology
BU
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

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9: Health &Education
10: Standardof Living
12: Would Like
to Live in

11: Safety& Security

E

LIF

IT

AL

QU

F
YO

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02

FutureBrand Country Index 2020

The Top 75 Countries
FutureBrand Country Index 2020

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The Top 75 Countries

Country Index
Ranking 2020
2020 vs 2019

Country

1

2

3

4

5

World Bank GDP
2020 Position

Japan

1

1

2

3

FutureBrand Country Index 2020

01 —15

Switzerland

NorwayGermany

Canada

3

20

30

4

10

RegionCountry Index
Ranking 2020
2020 vs 2019

Country

World Bank GDP
2020 Position

Region61Denmark

38

Europe72Finland44

Europe84

Sweden23

Europe

9

7

UAE

29

Middle East

10

1

New Zealand

52

Asia Pacific

114Australia

14

Asia Pacific123Austria27

Europe

13

1

US

1

North America

143France7Europe

15

1

Italy

8

EuropeAsia Pacific

EuropeEuropeEuropeNorth America

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The Top 75 Countries

Country Index
Ranking 2020
2020 vs 2019

Country

16 —35World Bank GDP
2020 Position

RegionCountry Index
Ranking 2020
2020 vs 2019

Country

World Bank GDP
2020 Position

Region16

4South Korea

12

Asia Pacific26

7Ireland32

Europe171Singapore

34

Asia Pacific27

1

Kuwait58

Middle East

18

8

Qatar

53

Middle East28

2

Saudi Arabia

18

Middle East

19

9

Luxembourg

72

Europe298Belgium

24

Europe20

1United Kingdom

6

Europe30

15

Malaysia

36

Asia Pacific218Netherlands

17

Europe31

4

Russia11

Europe22

Israel31

Middle East

32

37

Angola66

Africa

23

Spain

13

Europe

33

4

China

2

Asia Pacific241Portugal48

Europe34

26

Algeria55

Africa

25

6

Oman

69

Middle East

35

1

Greece51

EuropeFutureBrand Country Index 2020

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The Top 75 Countries

Country Index
Ranking 2020
2020 vs 2019

Country

36

36 —55World Bank GDP
2020 Position

RegionCountry Index
Ranking 2020
2020 vs 2019

Ghana

74

Africa46

17

Country

World Bank GDP
2020 Position

RegionKenya

65

Africa37

25

Puerto Rico

62

LATAM

47

10

Guatemala

70

LATAM

38

11

Myanmar71

Asia Pacific48

2Panama75

LATAM

Thailand22

Asia Pacific49

10Kazakhstan

54

Asia Pacific

39
40

16

Hong Kong

35

Asia Pacific50

21Bangladesh

41

Asia Pacific41

9Czech Republic

47

Europe51

11

Turkey19

Europe42

7

Slovakia

61

Europe52

4Indonesia

16

Asia Pacific

43

15

Sri Lanka

68

Asia Pacific

53

Bulgaria

73

Europe448Ethiopia

64

Africa

54

1

Egypt

40

Africa45

6South Africa

37

Africa55

11

Poland21

EuropeFutureBrand Country Index 2020

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The Top 75 Countries

Country Index
Ranking 2020
2020 vs 2019

Country56 —75World Bank GDP
2020 Position

RegionCountry Index
Ranking 2020
2020 vs 2019

Country

World Bank GDP
2020 Position

Region56

18

Hungary

56

Europe66

5Vietnam

45

Asia Pacific57

10Brazil

9

LATAM

67

26

India

5

Asia Pacific

58

10

Cuba

63

LATAM

68

2

Dominican Republic

67

LATAM

59

6

Ecuador

60

LATAM

69

3

Iran

28

Middle East60

24

Argentina

25

LATAM

70

16

Colombia

39

LATAM

61

7

Nigeria26

Africa71

3

Ukraine57

Europe62

20

Romania46

Europe72

8

Mexico

15

LATAM

63

4

Philippines

33

Asia Pacific

73

20

Chile

42

LATAM

64

2

Morocco59

Africa74

1

Pakistan

43

Middle East

65

28

Peru

50

LATAM

75

Iraq

49

Middle East

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03

FutureBrand Country Index 2020

The Key Results
FutureBrand Country Index 2020

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The Key Results

Reading Between the (Head)Lines

Turmoil, troubled
times and populist
politics: 2020
will go down as
one of the most
extraordinary years
in modern history.

Using 22 attributes, we examined what matterswhen it comes to a country’s reputation, how it
is perceived both internally and externally, andwhat constitutes a country worth investing in.
Contrary to our expectations, time and again
one theme emerged: resilience.
In simple terms, resilience means knowing
how to cope despite of setbacks and barriers.
It’s a measure of how much you are willing todo (and how hard you are willing to work) to
overcome obstacles and difficulties. Resilience
is about strength. Resilience is about spirit.

“I think it [Japan] looks likeit has a high brand power.”

In different corners of the globe, racial tensions are
running high and political divisions dominate popular
debate. Countries are struggling with a worldwide
pandemic and adapting their healthcare systems tocope with a huge influx of patients. Meanwhile, job
security can’t be relied upon and many people havelost their livelihoods. Against this backdrop, it is
not appropriate to measure country strength using
financial might alone. Indeed, has it ever been?

Japanese respondent on how theworld views their country as a brand“They see us [America] as
a leader, and the envy of
most of the world.”
American respondent on how theworld views their country as a brandFutureBrand Country Index 2020

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The Key Results

Reading Between the (Head)Lines

In the context of country
branding, resilience at
its most fundamental
is a sign of durability.

The 6 FutureBrand Country Index attribute dimensions

Made In
Authentic; Quality; Unique; Desire

Countries that consistently invest in their brandare better placed to withstand shocks and maintaintheir place in the world despite more ‘front of mind’
waves of economic uncertainty, polemic news
headlines, populist politics, and even pandemics.

Tourism
Attractions, Value for Money,
Desire, Resorts/Lodging, Food

And so, in 2020, both the US and the UK, beset
respectively by a controversial presidency andongoing negotiations over Brexit, retained
their top 20 slots in the FutureBrand County
Index, only slipping by one spot each.

Heritage & Culture
Heritage, Historical Points of Interest,
Art & Culture, Natural Beauty

And there were no major surprises in the top
ten with Japan holding on to no. 1 for thethird time. In addition, as far as regions wereconcerned, both the Middle East and Africa
increased their scores in most attribute areas.

Value System
Political Freedom, Tolerance,
Environmental Friendliness

Pessimism and negativity may be 2020’s
watchwords but they aren’t the real story.

Business Potential
Good Infrastructure, Advanced
Technology, Good for Business

The real story is resilience.

Quality of Life
Health & Education, Standard of Living;
Safety & Security, Live/Study There

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The Key Results

What a Difference a Year Makes — Or Does It?

To really get to theheart of a country’s
branding success,we need to see which
nations have kept
their places at — ornear — the top, andlook at the biggest
risers and fallers.

FutureBrand Country Index 2020

The FutureBrand Country Index top 5 2020
Country Index
Ranking 2020
2020 vs 2019

1

32

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Country

World Bank GDP
2020 Position

Japan

3

2

1

Switzerland

20

3

1

Norway30

42Germany

4

53

Canada10

33

The Key Results

Top 5 Risers in Ranking

An examination of today’s
rankings compared to2019 shows that the top
risers are Angola (having
climbed 37 slots to reach 32),
Algeria (up 26 places to 34),
as well as Puerto Rico (witha rise of 25), Bangladesh(a climb of 21), and Kenya(17 places higher).

The top 5 risers in ranking 2020 vs 2019
Country34

2014

2020 vs 2014

Angola32

69

37

Algeria

34

60

26

Puerto Rico

37

62

25

Bangladesh

50

71

21

Kenya

46

63

17

The top 5 risers in ranking 2020 vs 2014

As for the six-year statistics, Ghana has soared by
34 places, landing at 36, while Bangladesh is up by
22 to 50. Kenya follows, then Slovakia and Sri Lanka.

FutureBrand Country Index 2020

2020

Country

Copyright © 2020 FutureBrand

2020

2014

2020 vs 2014

Ghana

36

70

34

Bangladesh

50

72

22

Kenya

46

65

19

Slovakia

42

59

17

Sri Lanka

43

60

17

35

The Key Results

Top 5 Fallers in Ranking

When comparing 2020 to 2019,of the biggest fallers Peru
takes the unwanted top spot,
slipping by 28 places to 65.
India is hot on its heels witha fall of 26 places to the 67th
ranking. Next are Argentina(a drop of 24), Romania(a loss of 20 places), and
Hungary (down by 18 slots).

The top 5 fallers in ranking 2020 vs 2019
Country

20192020 vs 2019

Peru

65

37

28

India

67

41

26

Argentina

60

36

24

Romania

62

42

20

Hungary

56

38

18

The top 5 fallers in ranking 2020 vs 2014

Meanwhile, the six-year picture reveals that Chile
has slumped by 27 places to 73rd place, Argentina
is down by 18, followed by Mexico and India (bothdropped by 17), with Peru recording a fall of 16 slots.

FutureBrand Country Index 2020

2020

Country

2020

2014

2020 vs 2014

Chile

73

46

27

Argentina

60

42

18

“ I do not know how to see it withgood eyes, not even to invest, it
is very unstable economically,
political interests are rubbish.”Mexico

72

55

17

India

67

50

17

Argentinian respondent on how theworld views their country as a brand.

Peru

65

49

16

36

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The Key Results

Who’s In, Who’s Out

As you can see from the table— which is taken from theWorld Bank top 75 countries
by GDP for that year — since2019 we have lost Costa
Rica and Sudan. Therefore,
there are two new entrants:
Ghana and Bulgaria.

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Changes 2020 vs 2019Fell OutNew Entrants

Costa Rica

Ghana

Sudan

Bulgaria

Changes 2019 vs 2014
Fell Out

Copyright © 2020 FutureBrand

New Entrants

Ghana

Algeria

Zimbabwe

AngolaCambodia

Ethiopia

Fiji

Sudan

TaiwanHong Kong

Bulgaria

Kazakhstan

Croatia

Myanmar

Estonia

Philippines

Iceland

Luxembourg

Malta

Cuba

Uruguay

Dominican RepublicBahrain

EcuadorJordanGuatemalaLebanonIraq

Jamaica

Kuwait39

The Covid-19 Effect

The Key Results

As our research was
conducted six months
into the global pandemic,
we are in a unique position
to assess the effect of
Covid-19 on countries.

“ It made social distancing earlier
and more effective, the governmentsof the country worked together,applied mass testing and had ahealth system that was alreadyprepared and that improved withthe pandemic.” quote about Germany

Our in-depth analysis later in the report will examine
this in fine detail and reveal — among other things —that some citizens believe that actions taken
by various countries have helped to deal withthe crisis. But others are angry at what they
perceive as a clear lack of leadership anddirection, both of which, they say, has cost lives.

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04

FutureBrand Country Index 2020

Crucial Stories
for Critical Times
FutureBrand Country Index 2020

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Crucial Stories for Critical Times

Resilience: As we havealready revealed,
nations which haveinvested in theircountry’s brandare weathering our
turbulent times.
And, in some cases,
are stronger in theeyes of the world
than in 2019.

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Crucial Stories for Critical Times

Key Drivers of Confidence in a Country

Economic Dominancevs Country Appeal:

All in all, this means that countries with smaller
GDPs can challenge traditional financiallydominant nations. It’s less about monetary value
and more about how countries react, strikea balance, and thrive in the 21st century.

Our research clearly demonstrates that anindividual’s confidence in a country does not rest
solely on GDP. Rather, perception ranges acrossa variety of very different factors including:

Made In alue System — Does it have aVtolerant society with freedom?

100%
90%

 usiness Potential — Is there a good infrastructureBand does it have advanced technology?

80%
70%

 uality of Life — Is there a good standard
Qof living and would I like to live there?

Value System

60%

Tourism50%

 eritage and Culture — Are there historicalH
points of interest and a thriving cultural scene?

40%
30%

Tourism — Is it an attractive holiday destination?

20%
10%

 ade In — Does it have high quality products, andM
would I like to buy products made in that country?
 tability and Security — How safe would I feelS
there, and does it have a good reputation
for a stable government and society?

Business
Potential ovid-19 — Is it handling the pandemicCadequately and effectively?

PurposeFutureBrand Country Index 2020

Experience46

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Heritage& Culture

Quality of Life47

Crucial Stories for Critical Times

The Life Pursuit

Environmental
Friendliness

Gone are the days of Wall Street’s Gordon
Gekko and his “greed is good” mantra. Today,
it’s all about living a richer life rather than living
richer. We identified this trend in last year’s
Index and, perhaps not surprisingly given thestate of the world, ‘quality of life’ is 2020’s
top driver of confidence in a country brand.

When we last published the Country Brand
Index in 2019, the world had witnessed someof the most devastating natural disasters
in living memory. Sadly, the past 12 months
have seen even more catastrophes. From
the Australian bushfires which wiped out
millions of hectares and cost many lives,to tropical cyclones, cataclysmic flooding,locust swarms and, lest we forget, Covid-19.
Our environment is beset on all sides.

The term ‘quality of life’ has taken on renewedsignificance and greater importance.
Individuals are no longer waiting until
retirement to enjoy the good life, theywant a higher standard of living now.

It’s therefore no surprise that a country’s
environmental friendliness continues
to drive perceptions. We expect this toincrease in importance in future years. The
countries that get their climate change
policies right, and are seen to be taking
action, will benefit in terms of the long-term
strength of their brand and reputation.

This includes:
 ecent and Accessible Healthcare
Dand Education Systems
A Safe Society
An Affordable Cost of Living
 laces of Cultural andP
Historical Value to VisitNatural Beauty
A Work/Life BalanceFreedom of Expression
Reliable Infrastructure and Technology

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Crucial Stories for Critical Times

The Way We Used to Live

Thailand — The Thais claim the people themselves
were responsible for taking on and defeating Covid-19,
a sense of real collaboration and national unity.

Covid-19 has irrevocably changed the way we live
and work. Major companies have said that homeworking will continue in some form once the worldis back to normal, and being confined to theirhome during lockdown has transformed the way
some people think about where they want to live.

China — Solid leadership and decision-making,effective control, strong quarantine measures,timely response plan.
How my country has dealt with Covid-19

While the news headlines have been awash withstories of government incompetence and mishandlingof Covid-19, there are, nevertheless, various
countries whose citizens believe they are handlingthe crises well. According to our respondents, eachof these countries used various coping strategies:

FutureBrand Country Index 2020

From the evidence gathered it would appear
that citizens feel there are a number ofactions taken by various countries whichhave helped deal with the crisis:
Acting Swiftly and Rapidly

Japan — Placed the country under infection
control quickly and efficiently, showed strong
and trustworthy leadership, and the people
took a disciplined approach to advice.

Preventative Measures Put in Place

Canada — A sense of everyone coming
together to take on Covid-19. The Government,
the provinces and the people all working
as one in a national collective effort.

Strict Rules And Regulations

Germany — The Government acted very fast,
focused on preventative methods, communicatedconstantly and provided actionable advice. It showeda level-headed approach, calm and no panic.

National Unity/Togetherness

UAE — Its leaders placed strict and unbreakable
rules and regulations to deal with Covid-19 whichwere heavily enforced. Also proactively provided
masks and sanitiser in many public places.

Calm and Level Headed Approach

Clear And Actionable GuidanceConsistent Guidelines

Borders Shut Down
Equipment Provided

50

Everyone’s Responsibility
Financial Support Given

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05

FutureBrand Country Index 2020

New for 2020
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New for 2020

Overview

At the beginning of the year,
no one could have predicted
that, as we near the end of
2020, the world would becompletely transformed,
perhaps forever. From thewildfires which devastatedlarge swathes of land to a
global pandemic that showsno sign of abating, theseare extraordinary times.
But our data, collected during social
distancing, reveals the key perceptions whenit comes to Covid-19, how country brands
are perceived by the rest of the world, andwhere people would most like to live.

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New for 2020

How Have They Done?

“They have hardly any
cases and when they got
a second wave they had
an action plan readyto go and immediately
implemented it. And
Jacinda speaks to thepeople as an equal
without condescension.”

As one of our respondents
so aptly noted, “no country
was prepared for this”.
Nevertheless, there is a
lot of goodwill towards
various countries on
how they have handled
the pandemic.
Our respondents have shown admiration
for New Zealand’s Prime Minister Jacinda
Ardern and her government during theseturbulent days, and noted other positive
things about China and Germany.

FutureBrand Country Index 2020

quote about New Zealand56

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New for 2020

How Have They Done?

But perhaps most telling is that ‘don’t know’ranked at number five when people wereasked which country had been the mostsuccessful at dealing with Covid-19. These areuncharted waters with new advice and new
research being revealed on a regular basis.

Our respondents felt these countries handled
Covid-19 the best
20%

18%

There are also rumblings of unease. With second
waves and fresh lockdowns, confusion is a common
emotion and some respondents reported aperceived lack of direction from their leaders. And,of course, many are anxious about how it will impact
the economy both in the short and the long term.

16%

13%

14%

12%
12%

“ I don’t think any country has
handled this problem in the bestway. They did have a lot of goodintentions to take care of us, but
unfortunately no country was
prepared for all this that continues
to happen with Covid-19.”

10%

8%

8%

Don’t Know

5%

6%

3%

3%

3%

3%

USA

Japan

TaiwanThailand4%4%“ It is still an ongoing subject
without anyone offering any
permanent solution.”

FutureBrand Country Index 2020

Germany

8%

2%

58

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SwedenSouth Korea

China

New Zealand

0%59New for 2020

Up to the Job?

How has the country
our respondents live inhandled the pandemic?
Unsurprisingly, residents
have mixed feelings about
how their own country
has tackled Covid-19.

US — Countries that have handled Covid-19 the best
50%

40%

30%
29%
20%

10%

21%

21%
15%

14%

0%
Extremely Well

Very Well

Reasonably Well

Not Very Well

Very Badly

Japan — Countries that have handled Covid-19 the best
50%

Taking the US as an example, some believe that
America is leading the fight, utilising advanced
technology and conducting a lot of testing. Others
are angry at the slow speed of response from theirleaders and criticise a lack of clear guidance.

40%

30%

20%

23%

21%
18%

18%

20%

10%

“ South Korea’s response to Covid-19
stands out because it flattened theepidemic curve quickly without
closing businesses, issuing stay-athome orders, or implementing manyof the stricter measures adopted
by other high-income countries.”

0%
Extremely Well

Very Well

Reasonably Well

Not Very Well

Very Badly

UK — Countries that have handled Covid-19 the best
50%

40%

30%
28%
20%
20%
10%

20%
17%

15%

0%

“After the initial outbreak they
[China] have managed to control
the situation.”
FutureBrand Country Index 2020

Extremely Well

60

Copyright © 2020 FutureBrand

Very Well

Reasonably Well

Not Very Well

Very Badly

61

New for 2020

On the Inside Looking Out

My country as a brand:“Confident”, “influential”,“economically progressive”,“politically stable”, and“respected” are just someof the words and phrases
used by respondents when
asked what a country
needs to be seen as tobe viewed successfully
as a country brand.

For the most part, people were either very positiveor very negative — there was very little in-between.
The following countries feel that the restof the world perceives them very positively
as a country brand: Japan, China, Australia,
Canada, Germany, India, Thailand, and UAE.
The next set of countries feel that the restof the world has mixed feelings about themas a country brand: US, UK, Brazil, France,
Mexico, Russia, South Africa, and Turkey.
But Argentina feels that the rest of the worldis negative about them as a country brand.

“Once good quality but slipping
over the last few years.”
UK as perceived by a British citizen“Other countries will feel that thisbrand is developing very rapidly andits influence is greatly enhanced.”

In terms of perceptions of a lack of success,we heard various descriptions including“untrustworthy”, “unreliable”, “outdated”,“unsafe”, and “politically unstable”.

FutureBrand Country Index 2020

China as perceived by a Chinese citizen“Right now, if America were a brand,
I think countries would boycott us
due to unrest and poor leadership.”“People see Brazil as a cheerful,
festive and very receptive country.”

America as perceived by an American

Brazil as perceived by a Brazilian

62

Copyright © 2020 FutureBrand

63

Where They Would Most Like to LiveIn the days of Covid-19,
and in a world where you
might expect people to be
thinking that a change is as
good as a rest, we found thata significant proportion of
citizens the world over arecontent with their current
living arrangements. Yes,
there are those who arecontemplating a move tothe countryside but they arevery much in the minority.

FutureBrand Country Index 2020

64

Copyright © 2020 FutureBrand

69%

10%

15%

5%

1%

Japan

52%

21%

15%

12%

0%

Thailand

74%

12%

11%

2%

1%

China

81%

5%

7%

7%

0%

India

72%

18%

4%

6%

0%

UAE

65%

13%

19%

3%

0%

South Africa

42%

13%

39%

6%

0%

Turkey

44%

11%

39%

5%

0%

Russia

44%

11%

41%

4%

1%

France

47%

28%

12%

12%

1%

Germany

56%

20%

17%

3%

4%

UK

50%

28%

15%

7%

0%

Mexico

43%

7%

38%

12%

1%

Argentina

26%

10%

51%

12%

2%

Brazil

32%

7%

55%

6%

1%

Canada

65%

18%

8%

7%

2%

USA

58%

13%

19%

9%

2%

In another country

In another city

Other

Furthermore, in the majority of cases, theambition to relocate to another country is
far outweighed by a desire to stay put.

Australia

In the countryside

Where would you most like to live?

Where I liveat the moment

New for 2020

65

New for 2020

Where They Would Most Like to Live

US — Where would you most like to live?

UK — Where would you most like to live?
80%

70%

70%
62%
58%
58%

50%

40%

40%

In thecountryside
21-30

31-40

36%

41-50

In another city

0%

Other

Where I liveat the moment

51-65

In thecountryside
21-30

Canada — Where would you most like to live?

In anothercountry
31-40

41-50

In another city

0%
0%
0%
0%

3%
3%

8%

11%

11%

21%
19%

16%

11%

In anothercountry

10%

5%
1%
0%
2%

6%
3%
7%

0%
Where I liveat the moment

33%

21%

20%

7%

10%

30%
18%

14%
12%
15%

20%

14%
17%

30%

28%

28%

42%

50%

47%
48%

60%

53%

60%

62%

80%

Other

51-65

Japan — Where would you most like to live?
80%

60%

60%

50%

47%

21-30

FutureBrand Country Index 2020

31-40

41-50

In another city25%

In thecountryside

In anothercountry

13%
15%

17%
20%
19%

In anothercountry16%

In thecountryside

Where I liveat the moment

21-30

51-65

66

Copyright © 2020 FutureBrand

3%

4%

0%
0%
3%

0%

Other

31-40

41-50

In another city

0%
0%
0%
0%

10%

7%

8%
0%

4%

7%

0%
Where I liveat the moment

20%

15%

17%
3%

10%

9%

9%

20%

27%

29%

30%

13%
17%

30%

30%

40%

40%

0%

50%

58%

70%

50%
52%
52%

70%

70%

74%
70%

80%

Other

51-65

67

06

FutureBrand Country Index 2020

Country by Country
FutureBrand Country Index 2020

68

Copyright © 2020 FutureBrand

69

Country by Country

Overview“I think it[Japan]looks likeit has ahigh brandpower.”

2

1

3

1

4

2

Switzerland (Europe)

Norway (Europe)

Germany (Europe)

More

More

More

5

3

6

1

7

2

Canada (N. America)

Denmark (Europe)

Finland (Europe)

More

More

More

Respondent on Japan

8

1

4

9

7

10

1

Sweden (Europe)

UAE (Middle East)

New Zealand (Asia Pacific)

More

More

More

Japan (Asia Pacific)

More

FutureBrand Country Index 2020

70

Copyright © 2020 FutureBrand71

#1 Japan

Overview

While perceptions of all the
top ten countries in our
Index contracted somewhat
as the pandemic took hold,Japan held onto the number
one spot for the third time.

1

It may have struggled after the Fukushima
nuclear disaster in 2011 but, since 2013, annual
arrivals have soared, outstripping its rivals.

“A very respectful and welcoming
culture. Forward-thinking,technologically advanced andunique. Understands its place inthe world. Understands what its
people need, and in turn the people
are willing to abide by rules for aharmonious environment.”

It also came in eighth for ‘country that has best
handled Covid-19’. Nearly a quarter of citizens feltthat Japan had handled the virus extremely well
but it must be noted that there is now a perceived
lack of leadership and many are concerned
about how all this will affect the economy.

Far East, Female

However, when we asked the Japanese how theyfelt the world viewed it as a brand, they were
overwhelmingly positive. Phrases used included“culturally fascinating”, “state of the art”, “hightech” and “successful”. Only a small amount had
negative things to say (“outdated”, “conservative”,“inflexible”). This is borne out by the fact that —according to the United Nations World Tourism
Organisation — over the past decade Japan was
the fastest growing major destination.

FutureBrand Country Index 2020

Japan has been consistent and steady over theyears and despite being weak on a value system,
its strongest attribute is clearly advanced
technology. The Japanese incorporate technology
into their everyday lives. Whether it’s automatic
doors that shift according to your body shape orvending machines containing shoes and clothes,
the Japanese believe that innovation will resolve
future issues, and they have taken this to heart.
And consider the globally known — and respected— Japanese brands, from Toyota, Honda andNissan, to Sony. The phrase ‘Made in Japan’
shrugged off its negative connotations years ago.

72

Copyright © 2020 FutureBrand73

#1 Japan

Summary of Perceptions

How does Japan perform by dimension?

1
Made In

What are the key associations with Japan?

Experience
DE

IN

A

M

100%

TO

UR

2: Range of
Attractions

ISM

3: Resort &Lodging Options

90%
80%

80%

20: High–Quality
Products

70%60%

1: Value
For Money100%

21: Unique
Products

90%

Value System

22: Buy Products
Made In

4: Would Like to
Visit for a Holiday

70%
60%

Tourism

19: Authentic
Products

50%

50%

5: Food

40%

40%

30%

30%

18: Tolerance

HERITAGE& CULTURE

10%

VALUE
SYSTEM10%

6: Historical
Points of Int.

20%

20%

17: Environmental
FriendlinessBusiness
Potential

7: Heritage,
Art & Culture

16: Political
Freedom

Heritage& Culture

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

10: Standardof Living

BU

PurposeQuality of Life
2020
2019
2014

Top-of-mind associations

FutureBrand Country Index 2020

Brand & product associations

74

12: Would Like
to Live in

11: Safety& Security
QU

A

Y
LIT

OF

E

LIF

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

Copyright © 2020 FutureBrand

2020
2019
2014

75

#1 Japan

Summary of Perceptions

Japan current momentum

What is Japan most expert at?

1

37%
37%

Transportation
54%
CulturalSigniﬁcance72%

Technology

78%

48%

17%
17%

Retail46%

28%

Personal &Household Care
18%

Media

41%
Sustainability &Environmental
Friendliness

24%
25%
29%
31%

Luxury49%

27%

Internet
Services

41%

33%
43%

HouseholdAppliances
Political &Economic
Inﬂuence

37%

Food &
Beverage

38%

Financial
Services

38%

47%
30%
25%
18%
17%
23%
21%

Fashion

21%

Energy63%
Technology &Innovation

28%
53%

ConsumerElectronics

64%

65%
53%

Automotive

65%

59%
11%

Alcohol
2020
2019
2014

0%

10%

20%

30%

40%

50%

60%

70%

2020
2014

80%

Emotional connection
Distant

7%

Indifferent

7%

6%
0%

10%

20%

Recommend to visit /Good to do business with

30%

40%

50%

60%

70%

80%

Made In product perceptions
and purchase intent
Authentic
Products

14%

Close

100%
80%

Admiration

27%

98%

Passionate
2020

45%
0%

10%

20%

30%

40%

60%

96%
50%

60%

70%

80%

40%

94%

Confidence in stability & reliability
V. Low Conﬁdence0%

Low Conﬁdence0%Some Conﬁdence

88%

82%

High Conﬁdence

FutureBrand Country Index 2020

89%

20%

84%
11%
27%

80%
Recommend it tofamily & friends
as a good country
to do business with

62%
0%

93%

86%

V. High Conﬁdence
2020

93%

90%

High-Quality
Products

92%

Products
Made In

94%

10%

20%

30%

40%

50%

60%

70%

80%

76

Copyright © 2020 FutureBrand

Recommend it tofamily & friends
as a good country
to visit on holiday

UniqueProducts

2020
2019
2014

77

#2 Switzerland

2

1

Overview

Up one place to take thenumber two slot, theland known for its cheese,chocolate and stunning
scenery has once again
punched above its weight.
Switzerland continues toimpress across a number ofkey markers, despite the factthat all of its attributes havedecreased slightly over time.

Much like a Swiss Army Knife has all mannerof uses and applications, Switzerland
possesses a variety of attractions, notjust its luxury goods. Respondents rated
it highly for its financial services, and 50%
said they would consider visiting in the next
five years. It seems that those ski chalets
and white slopes never lose their lustre.

“ Civilised, democratically safe,
politically neutral, clean,
progressive, beautiful hotels,
outstanding nature withmountains and lakes,
good food, quickly accessible,
no health risks.” Europe, Male“Absolute stability in almost allareas of the country’s life formany decades. The economy is notprone to crises. A stable politicalsystem thanks to a powerfulfinancial system, the country
has the highest internationalprestige.” Asia Pacific, Female‘Quality of Life’ remains its strongest set, withconfidence in its stability and reliability very high.
Meanwhile, its ‘Swiss Made’ moniker is still verymuch a mark of quality. Swiss luxury goods brands(dominated by watchmakers) attract all ages andare in high demand, increasingly among millennials
exercising their global spending power. After all, aRolex never goes out of fashion. And don’t forget
Richemont whose stable of companies includes
Cartier, Jaeger-LeCoultre, and Van Cleef & Arpels.

FutureBrand Country Index 2020

78

Copyright © 2020 FutureBrand79

#2 Switzerland

Summary of Perceptions

How does Switzerland perform by dimension?

2

What are the key associations with Switzerland?

1

Made In

Experience
DE

IN

A

M

100%

TO

UR

2: Range of
Attractions

ISM

3: Resort &Lodging Options

90%
80%

80%

20: High–Quality
Products

70%60%

1: Value
For Money100%

21: Unique
Products

90%

Value System

22: Buy Products
Made In

4: Would Like to
Visit for a Holiday

70%
60%

Tourism

19: Authentic
Products

50%

50%

5: Food

40%

40%

30%

30%

18: Tolerance

HERITAGE& CULTURE

10%

VALUE
SYSTEM10%

6: Historical
Points of Int.

20%

20%

17: Environmental
FriendlinessBusiness
Potential

7: Heritage,
Art & Culture

16: Political
Freedom

Heritage& Culture

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

10: Standardof Living

BU

PurposeQuality of Life
2020
2019
2014

Top-of-mind associations

FutureBrand Country Index 2020

Brand & product associations

80

12: Would Like
to Live in

11: Safety& Security
QU

A

Y
LIT

OF

E

LIF

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

Copyright © 2020 FutureBrand

2020
2019
2014

81

#2 Switzerland

Summary of Perceptions

Switzerland current momentum

2

What is Switzerland most expert at?

1

19%

Transportation
27%
CulturalSigniﬁcance

22%
29%
31%

Technology

23%

16%
16%

Retail23%

21%

Personal &Household Care
11%
13%

Media

38%
Sustainability &Environmental
Friendliness

17%

56%
57%

Luxury42%16%Internet
Services

38%

12%
15%
14%

HouseholdAppliances
Political &Economic
Inﬂuence

25%

Food &
Beverage

26%

Financial
Services

29%

39%
38%
56%
15%

Fashion32%
Technology &Innovation

33%

32%

22%

Energy17%
17%ConsumerElectronics

15%
16%
11%
9%

Automotive

40%

12%
12%

Alcohol
2020
2019
2014

0%

10%

20%

30%

40%

50%

60%

70%

2020
2014

80%

Emotional connection

0%

10%

20%

Recommend to visit /Good to do business with

30%

40%

50%

60%

70%

80%

Made In product perceptions
and purchase intent

3%Distant

Authentic
Products

12%

Indifferent
Close

25%

100%
80%

Admiration

34%

Passionate
2020

98%

26%
0%

10%

20%

30%

60%

96%
40%

50%

60%

70%

96%

80%

40%

94%

92%
90%

Confidence in stability & reliability
V. Low Conﬁdence0%

Low Conﬁdence

1%

Some Conﬁdence

88%
86%

82%

9%

High Conﬁdence

24%

80%

FutureBrand Country Index 2020

Recommend it tofamily & friends
as a good country
to do business with

65%
0%

87%

84%

V. High Conﬁdence
2020

20%

High-Quality
Products

92%

Products
Made In

94%

10%

20%

30%

40%

50%

60%

70%

80%

82

Copyright © 2020 FutureBrand

Recommend it tofamily & friends
as a good country
to visit on holiday

UniqueProducts

2020
2019
2014

83

#3 Norway

3

1

Overview

Nudged out of second place
by Switzerland, Norway hasslipped one ranking down
to number three. However,like Switzerland, thisScandinavian gem famed
for its fjords continues
to confound its global
GDP rating (it is currently
30th, according to theWorld Bank) and maintainits brand strength.

the next five years). An amazing 95% would
recommend a visit to their family and friends.
That’s word of mouth worth investing in.
Solidity is a common theme here (not a million
miles away from ‘resilience’) and it ticks all
the most-wanted boxes: politically stable,
economically progressive, socially advanced,
educated people, full of natural beauty andscenery. Then there are the Northern Lights:
just like Norway, you can’t take them for
granted but you can experience the magic.

“Norway, in addition to being abeautiful and safe country, isthe country with the highest HDI
in the world with an excellent
life expectancy. It has beautiful
tourist spots and is anyone’s
travel dream.” LATAM, Female

How does a nation of fewer than 5.5 million
do this? Is it the appeal of its majestic beauty,
admiration for its economic opportunity andequality, or respect for its successful industries,
among them environmentally sustainable
commercial salmon fishing and petroleum
exports? Most likely, it’s all of the above.

“The beautiful scenery and historic
locations to visit. The people arevery forward thinking and there
is a good balance in government.
Although expensive you still get goodvalue for money spent.” US, Female

An examination of its data shows that (again, like
Switzerland) 'Quality of Life' is its top performing
measure. While, according to our survey, people
don’t want to live there, they definitely wantto visit (two thirds would consider visiting inFutureBrand Country Index 2020

84

Copyright © 2020 FutureBrand85

#3 Norway

Summary of Perceptions

How does Norway perform by dimension?

3

What are the key associations with Norway?

1

Made In

Experience
DE

IN

A

M

100%

TO

UR

2: Range of
Attractions

ISM

3: Resort &Lodging Options

90%
80%

80%

20: High–Quality
Products

70%60%

1: Value
For Money100%

21: Unique
Products

90%

Value System

22: Buy Products
Made In

4: Would Like to
Visit for a Holiday

70%
60%

Tourism

19: Authentic
Products

50%

50%

5: Food

40%

40%

30%

30%

18: Tolerance

HERITAGE& CULTURE

10%

VALUE
SYSTEM10%

6: Historical
Points of Int.

20%

20%

17: Environmental
FriendlinessBusiness
Potential

7: Heritage,
Art & Culture

16: Political
Freedom

Heritage& Culture

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

10: Standardof Living

BU

PurposeQuality of Life
2020
2019
2014

Top-of-mind associations

FutureBrand Country Index 2020

Brand & product associations

86

12: Would Like
to Live in

11: Safety& Security
QU

A

Y
LIT

OF

E

LIF

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

Copyright © 2020 FutureBrand

2020
2019
2014

87

#3 Norway

Summary of Perceptions

Norway current momentum

3

What is Norway most expert at?

1

24%

Transportation
33%
CulturalSigniﬁcance

19%
28%

Technology

33%

34%

19%

Retail

29%

16%
20%
23%

Personal &Household Care

Sustainability &Environmental
Friendliness

15%
15%

Media

46%

24%

Luxury51%

20%Internet
Services

18%
16%

HouseholdAppliances

16%
16%

44%

34%
35%

Food &
Beverage

28%
Political &Economic
Inﬂuence

34%

18%
18%

Financial
Services

30%

16%

Fashion

19%
38%
38%

Energy32%
Technology &Innovation

13%

ConsumerElectronics

44%

17%
15%
15%

Automotive

34%

16%
16%

Alcohol
2020
2019
2014

0%

10%

20%

30%

40%

50%

60%

70%

2020
2014

80%

Emotional connection

0%

10%

20%

Recommend to visit /Good to do business with

30%

40%

50%

60%

70%

80%

Made In product perceptions
and purchase intent

4%Distant

Authentic
Products

11%

Indifferent
Close

15%

100%
80%

Admiration

43%

Passionate
2020

98%

26%
0%

10%

20%

60%

96%

30%

40%

50%

60%

70%

96%

80%

94%

40%

95%
Products
Made In

90%

Confidence in stability & reliability

88%

20%

High-Quality
Products

92%

88%
V. Low Conﬁdence1%

Low Conﬁdence

1%

Some Conﬁdence

86%
84%
82%

8%

High Conﬁdence

30%

80%

V. High Conﬁdence
2020

FutureBrand Country Index 2020

Recommend it tofamily & friends
as a good country
to do business with

60%
0%

10%

85%

20%

30%

40%

50%

60%

70%

80%

88

Copyright © 2020 FutureBrand

Recommend it tofamily & friends
as a good country
to visit on holiday

UniqueProducts

2020
2019
2014

89

Country by Country#4 to #10 The Best of the Rest

They may not have reached
the coveted top three, but
in the very worthy spots offour to ten are respectively:
Germany, Canada, Denmark,Finland, Sweden, UAE,
and New Zealand.

We’ll get to the UAE (number nine) and the storyof the Middle East shortly. In the meantime,
let’s consider Germany, Canada, Denmark,Finland, Sweden, and New Zealand.
That last one isn’t hard to fathom. Jacinda Ardern’s
government has received plaudits at home andabroad for its successful tackling of the pandemic(as Ardern said recently, “while there was no
playbook for Covid-19, we went hard and early”).
She was also praised for her handling of last year’s
shooting by a white supremacist at two mosques.

“New Zealand has been a champion
in the fight of Covid-19. Theirgovernment has opened the eyesof the rest of the world that New
Zealand is a player.”

Although there wasn’t a great deal of movementin the higher echelons of the Country Index
this year, it’s still important to shine a spotlighton the remaining countries that made it into
the top ten. In a year of climate crises anda devastating worldwide virus, managing tomaintain status is worth writing home about.

North America, Female
Furthermore, New Zealand’s natural beauty
is renowned the world over (and, in 2020,
remains its strongest association). It was noaccident that filmmaker Peter Jackson chosethe country to represent Middle-earth in his
Lord of the Rings trilogy. Even conservative
estimates suggest that this decision has brought
millions of extra tourists to the island.

FutureBrand Country Index 2020

90

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91

Country by Country#4 to #10 The Best of the Rest

Back in Europe, Germany gained ground in 2020,
climbing by two places to four. It remains best
known for its business potential and is regarded
as a strong, confident and powerful country withstrong leadership and a solid economy. In thesechallenging times, Chancellor Angela Merkel andher government have battled with increasing
nationalism and a ravaging virus but confidence
in the nation continues to be very high.

In Canada, up three places year-on-year to
number five, it looks like Prime Minister Justin
Trudeau has put his adverse press behind him.
The country famous for its breathtaking Rockies
may have decreased in business potential thisyear but, all told and since 2014, its scores havebeen very consistent. Respondents admireda well-governed country that is politically andeconomically stable, also citing its open-mindedness
to immigrants and strong environmental attitude.

“[Germany is a] European economic
leader and with France the only
other country of the old continents
to be able to counter the economic
policy of the US.” Europe, Female“ Canada is a beautiful country, witha lot of business opportunities,
good government, great
infrastructure. I’ve lived there forone year, and my biggest dream isto definitely return.” LATAM, MaleOver in Scandinavia, Denmark (six), Finland (seven,and often referred to as Scandinavian while,
geographically speaking, it isn’t), and Sweden (eight),
the Scandi-noir nations are still scoring highly.

“ I lived in this country [Denmark]:
it is really safe, environmentallyfriendly, clean, and technologies aredeveloping there. A country with apleasant climate, developed and richin culture. No political strife andeconomic downturns.” Europe, Female

FutureBrand Country Index 2020

92

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93

#4 Germany

Summary of Perceptions

How does Germany perform by dimension?

Made In

What are the key associations with Germany?

Experience
A

M

100%

4

DE

IN

UR

ISM

3: Resort &Lodging Options90%

20: High–Quality
Products

70%
60%

TO

2: Range of
Attractions

80%

80%

Value System

1: Value
For Money100%

21: Unique
Products

90%2

22: Buy Products
Made In

4: Would Like to
Visit for a Holiday

70%
60%

Tourism

19: Authentic
Products

50%

50%

5: Food

40%

40%

30%

30%

18: Tolerance

HERITAGE& CULTURE

10%

VALUE
SYSTEM10%

6: Historical
Points of Int.

20%

20%

17: Environmental
FriendlinessBusiness
Potential

7: Heritage,
Art & Culture

16: Political
Freedom

Heritage& Culture

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

10: Standardof Living

BU

PurposeQuality of Life
2020
2019
2014

Top-of-mind associations

FutureBrand Country Index 2020

Brand & product associations

94

12: Would Like
to Live in

11: Safety& Security
QU

A

Y
LIT

OF

E

LIF

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

Copyright © 2020 FutureBrand

2020
2019
2014

95

#4 Germany

Summary of Perceptions

Germany current momentum

What is Germany most expert at?
37%

Transportation
30%
CulturalSigniﬁcance49%

Technology

58%

31%

10%

Retail

37%

4

40%

13%
16%
15%

Personal &Household Care2
Sustainability &Environmental
Friendliness

12%

Media

44%

20%
24%

Luxury

41%

28%
13%
15%

Internet
Services45%30%HouseholdAppliances
40%
Political &Economic
Inﬂuence

37%
44%

38%

Food &
Beverage

23%

Financial
Services

22%

27%
26%
13%
11%

Fashion30%
31%

Energy48%
Technology &Innovation

27%

ConsumerElectronics

52%

38%
64%

Automotive

58%

77%
24%
27%

Alcohol
2020
2019
2014

0%

10%

20%

30%

40%

50%

60%

70%

2020
2014

80%

Emotional connection

0%

10%

20%

Recommend to visit /Good to do business with

30%

40%

50%

60%

70%

80%

Made In product perceptions
and purchase intent

3%Distant

Authentic
Products

12%

Indifferent
Close

21%

100%
80%

36%

Passionate
2020

98%

27%
0%

10%

20%

30%

40%

50%

60%

70%

80%

94%

Low Conﬁdence0%Some Conﬁdence

20%

84%
82%

High Conﬁdence

FutureBrand Country Index 2020

91%

86%

10%
34%

80%
Recommend it tofamily & friends
as a good country
to do business with

55%
0%

93%

88%

V. High Conﬁdence
2020

40%

95%

90%

Confidence in stability & reliability
1%95%High-Quality
Products

92%

V. Low Conﬁdence

60%

96%

Products
Made In

Admiration

10%

20%

30%

40%

50%

60%

70%

80%

96

Copyright © 2020 FutureBrand

Recommend it tofamily & friends
as a good country
to visit on holiday

UniqueProducts

2020
2019
2014

97

#5 Canada

Summary of Perceptions

How does Canada perform by dimension?

Made In

What are the key associations with Canada?

Experience
A

M

100%

5

DE

IN

UR

ISM

3: Resort &Lodging Options90%

20: High–Quality
Products

70%
60%

TO

2: Range of
Attractions

80%

80%

Value System

1: Value
For Money100%

21: Unique
Products

90%3

22: Buy Products
Made In

4: Would Like to
Visit for a Holiday

70%
60%

Tourism

19: Authentic
Products

50%

50%

5: Food

40%

40%

30%

30%

18: Tolerance

HERITAGE& CULTURE

10%

VALUE
SYSTEM10%

6: Historical
Points of Int.

20%

20%

17: Environmental
FriendlinessBusiness
Potential

7: Heritage,
Art & Culture

16: Political
Freedom

Heritage& Culture

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

10: Standardof Living

BU

PurposeQuality of Life
2020
2019
2014

Top-of-mind associations

FutureBrand Country Index 2020

Brand & product associations

98

12: Would Like
to Live in

11: Safety& Security
QU

A

Y
LIT

OF

E

LIF

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

Copyright © 2020 FutureBrand

2020
2019
2014

99

#5 Canada

Summary of Perceptions

Canada current momentum

What is Canada most expert at?
23%

Transportation
26%
CulturalSigniﬁcanceTechnology

44%

30%

20%

Retail

24%

5

33%
30%

28%
22%
23%

Personal &Household Care3
Sustainability &Environmental
Friendliness

23%

Media

37%

27%
21%
23%

Luxury

43%

22%
25%

Internet
Services38%

13%HouseholdAppliances
30%
Political &Economic
Inﬂuence

18%
29%
28%

Food &
Beverage
34%

21%

Financial
Services

33%

30%
13%
11%

Fashion

31%

Energy33%
Technology &Innovation

35%
38%

2020
2019
2014

0%

10%

20%

40%
15%

ConsumerElectronics

30%

40%

50%

60%

70%

13%
15%

Alcohol

15%
13%

2020
2014

80%

Emotional connection

23%

Automotive

0%

10%

20%

Recommend to visit /Good to do business with

30%

40%

50%

60%

70%

80%

Made In product perceptions
and purchase intent

3%Distant

Authentic
Products

9%

Indifferent
Close

21%

100%
80%

Admiration

36%

Passionate
2020

98%

31%
0%

10%

20%

30%

60%

96%
40%

50%

60%

70%

80%

94%

40%

95%

Confidence in stability & reliability
V. Low Conﬁdence0%

Low Conﬁdence

1%

Some Conﬁdence

84%
82%

High Conﬁdence

FutureBrand Country Index 2020

20%

86%

9%
23%

80%
Recommend it tofamily & friends
as a good country
to do business with

66%
0%

91%

88%

V. High Conﬁdence
2020

93%

90%

High-Quality
Products

92%

Products
Made In

94%

10%

20%

30%

40%

50%

60%

70%

80%

100

Copyright © 2020 FutureBrand

Recommend it tofamily & friends
as a good country
to visit on holiday

UniqueProducts

2020
2019
2014

101

#6 Denmark

Summary of Perceptions

How does Denmark perform by dimension?

Made In

What are the key associations with Denmark?

Experience
A

M

100%

6

DE

IN

UR

ISM

3: Resort &Lodging Options90%

20: High–Quality
Products

70%
60%

TO

2: Range of
Attractions

80%

80%

Value System

1: Value
For Money100%

21: Unique
Products

90%1

22: Buy Products
Made In

4: Would Like to
Visit for a Holiday

70%
60%

Tourism

19: Authentic
Products

50%

50%

5: Food

40%

40%

30%

30%

18: Tolerance

HERITAGE& CULTURE

10%

VALUE
SYSTEM10%

6: Historical
Points of Int.

20%

20%

17: Environmental
FriendlinessBusiness
Potential

7: Heritage,
Art & Culture

16: Political
Freedom

Heritage& Culture

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

10: Standardof Living

BU

PurposeQuality of Life
2020
2019
2014

Top-of-mind associations

FutureBrand Country Index 2020

Brand & product associations

102

12: Would Like
to Live in

11: Safety& Security
QU

A

Y
LIT

OF

E

LIF

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

Copyright © 2020 FutureBrand

2020
2019
2014

103

#6 Denmark

Summary of Perceptions

Denmark current momentum

What is Denmark most expert at?
21%

Transportation
27%
CulturalSigniﬁcance

31%
30%

Technology

27%

22%
22%

Retail

25%

6

24%

23%

Personal &Household Care

1

17%
16%

Media

40%
Sustainability &Environmental
Friendliness

18%

24%
25%

Luxury

45%

18%
17%

Internet
Services

39%

17%
16%

HouseholdAppliances
Political &Economic
Inﬂuence

26%

Food &
Beverage

26%

Financial
Services

24%

33%
40%
18%
22%
18%
17%

Fashion

30%

Energy33%
Technology &Innovation

23%
23%
23%

ConsumerElectronics

34%

14%
15%

Automotive

26%

14%

Alcohol
2020
2019
2014

0%

10%

20%

30%

40%

50%

60%

70%

2020
2014

80%

Emotional connection

21%
0%

10%

20%

Recommend to visit /Good to do business with

30%

40%

50%

60%

70%

80%

Made In product perceptions
and purchase intent

3%Distant

Authentic
Products

9%

Indifferent
Close

29%

100%
80%

Admiration

39%

Passionate
2020

98%

21%
0%

10%

20%

60%

96%
30%

40%

50%

60%

70%

80%

40%

94%
Products
Made In

92%
90%

Confidence in stability & reliability
V. Low Conﬁdence2%

Low Conﬁdence

2%

Some Conﬁdence

90%
88%

84%
82%

10%

High Conﬁdence

34%

FutureBrand Country Index 2020

10%

20%

30%

83%

80%
Recommend it tofamily & friends
as a good country
to do business with

53%
0%

20%

86%

V. High Conﬁdence
2020

91%

High-Quality
Products

92%

40%

50%

60%

70%

80%

104

Copyright © 2020 FutureBrand

Recommend it tofamily & friends
as a good country
to visit on holiday

UniqueProducts

2020
2019
2014

105

#7 Finland

Summary of Perceptions

How does Finland perform by dimension?

Made In

What are the key associations with Finland?

Experience
A

M

100%

7

DE

IN

UR

ISM

3: Resort &Lodging Options90%

20: High–Quality
Products

70%
60%

TO

2: Range of
Attractions

80%

80%

Value System

1: Value
For Money100%

21: Unique
Products

90%2

22: Buy Products
Made In

4: Would Like to
Visit for a Holiday

70%
60%

Tourism

19: Authentic
Products

50%

50%

5: Food

40%

40%

30%

30%

18: Tolerance

HERITAGE& CULTURE

10%

VALUE
SYSTEM10%

6: Historical
Points of Int.

20%

20%

17: Environmental
FriendlinessBusiness
Potential

7: Heritage,
Art & Culture

16: Political
Freedom

Heritage& Culture

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

10: Standardof Living

BU

PurposeQuality of Life
2020
2019
2014

Top-of-mind associations

FutureBrand Country Index 2020

Brand & product associations

106

12: Would Like
to Live in

11: Safety& Security
QU

A

Y
LIT

OF

E

LIF

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

Copyright © 2020 FutureBrand

2020
2019
2014

107

#7 Finland

Summary of Perceptions

Finland current momentum

What is Finland most expert at?
17%

Transportation
22%
CulturalSigniﬁcance37%

Technology

40%

29%

17%

Retail

24%

7

22%

22%
20%
22%

Personal &Household Care2
Sustainability &Environmental
Friendliness

13%
13%

Media

46%

17%
19%

Luxury

44%

20%
22%

Internet
Services33%

17%HouseholdAppliances

23%
32%
34%

Food &
Beverage

20%
Political &Economic
Inﬂuence

30%

18%
16%

Financial
Services

27%

15%

Fashion

18%
24%
24%

Energy32%
Technology &Innovation

21%

ConsumerElectronics

38%

31%
12%
13%

Automotive

30%

20%
21%

Alcohol
2020
2019
2014

0%

10%

20%

30%

40%

50%

60%

70%

2020
2014

80%

Emotional connection

0%

10%

20%

Recommend to visit /Good to do business with

30%

40%

50%

60%

70%

80%

Made In product perceptions
and purchase intent

6%Distant

Authentic
Products

9%

Indifferent

24%

Close

100%
80%

Admiration

38%

2020

24%
0%

10%

20%

60%

96%
30%

40%

50%

60%

70%

80%

40%

94%
93%
92%
90%

Confidence in stability & reliability
V. Low Conﬁdence

88%
86%

0%

86%

Some Conﬁdence

82%

12%

High Conﬁdence

24%

80%

V. High Conﬁdence
2020

FutureBrand Country Index 2020

Recommend it tofamily & friends
as a good country
to do business with

61%
0%

86%

84%

3%

Low Conﬁdence

20%

High-Quality
Products

92%

Products
Made In

Passionate

98%

10%

20%

30%

40%

50%

60%

70%

80%

108

Copyright © 2020 FutureBrand

Recommend it tofamily & friends
as a good country
to visit on holiday

UniqueProducts

2020
2019
2014

109

#8 Sweden

Summary of Perceptions

How does Sweden perform by dimension?

Made In

What are the key associations with Sweden?

Experience
A

M

100%

8

DE

IN

UR

ISM

3: Resort &Lodging Options90%

20: High–Quality
Products

70%
60%

TO

2: Range of
Attractions

80%

80%

Value System

1: Value
For Money100%

21: Unique
Products

90%

4

22: Buy Products
Made In

4: Would Like to
Visit for a Holiday

70%
60%

Tourism

19: Authentic
Products

50%

50%

5: Food

40%

40%

30%

30%

18: Tolerance

HERITAGE& CULTURE

10%

VALUE
SYSTEM10%

6: Historical
Points of Int.

20%

20%

17: Environmental
FriendlinessBusiness
Potential

7: Heritage,
Art & Culture

16: Political
Freedom

Heritage& Culture

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

10: Standardof Living

BU

PurposeQuality of Life
2020
2019
2014

Top-of-mind associations

FutureBrand Country Index 2020

Brand & product associations

110

12: Would Like
to Live in

11: Safety& Security
QU

A

Y
LIT

OF

E

LIF

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

Copyright © 2020 FutureBrand

2020
2019
2014

111

#8 Sweden

Summary of Perceptions

Sweden current momentum

What is Sweden most expert at?
27%
25%

Transportation
28%
CulturalSigniﬁcance

40%
22%

Retail

28%

8

35%

Technology

29%
16%

27%

Personal &Household Care

4

17%

Media

42%
Sustainability &Environmental
Friendliness

21%
20%
28%
30%

Luxury52%

21%Internet
Services

43%

18%
24%
24%

HouseholdAppliances

27%

Food &
Beverage

24%
Political &Economic
Inﬂuence

27%

32%
21%

Financial
Services

27%

28%
25%

Fashion33%
Technology &Innovation

41%

20%

Energy25%
24%ConsumerElectronics

24%
25%
24%

Automotive

41%

36%
15%
15%

Alcohol
2020
2019
2014

0%

10%

20%

30%

40%

50%

60%

70%

2020
2014

80%

Emotional connection

0%

10%

20%

Recommend to visit /Good to do business with

30%

40%

50%

60%

70%

80%

Made In product perceptions
and purchase intent

5%Distant

Authentic
Products

11%

Indifferent
Close

19%

100%
80%

Admiration

37%

Passionate
2020

98%

28%
0%

10%

20%

60%

96%

30%

40%

50%

60%

70%

80%

40%

94%
Products
Made In

92%
90%

Confidence in stability & reliability

90%
88%
86%

1%

V. Low Conﬁdence

86%
84%

3%

Low Conﬁdence
Some ConﬁdenceHigh Conﬁdence

35%

80%

FutureBrand Country Index 2020

Recommend it tofamily & friends
as a good country
to do business with

51%
0%

10%

85%

82%

11%

V. High Conﬁdence
2020

20%

High-Quality
Products

92%

20%

30%

40%

50%

60%

70%

80%

112

Copyright © 2020 FutureBrand

Recommend it tofamily & friends
as a good country
to visit on holiday

UniqueProducts

2020
2019
2014

113

#9 United Arab Emirates

Summary of Perceptions

How does UAE perform by dimension?

Made In

What are the key associations with UAE?

Experience
A

M

100%

9

DE

IN

UR

ISM

3: Resort &Lodging Options90%

20: High–Quality
Products

70%
60%

TO

2: Range of
Attractions

80%

80%

Value System

1: Value
For Money100%

21: Unique
Products

90%

7

22: Buy Products
Made In

4: Would Like to
Visit for a Holiday

70%
60%

Tourism

19: Authentic
Products

50%

50%

5: Food

40%

40%

30%

30%

18: Tolerance

HERITAGE& CULTURE

10%

VALUE
SYSTEM10%

6: Historical
Points of Int.

20%

20%

17: Environmental
FriendlinessBusiness
Potential

7: Heritage,
Art & Culture

16: Political
Freedom

Heritage& Culture

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

10: Standardof Living

BU

PurposeQuality of Life
2020
2019
2014

Top-of-mind associations

FutureBrand Country Index 2020

Brand & product associations

114

12: Would Like
to Live in

11: Safety& Security
QU

A

Y
LIT

OF

E

LIF

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

Copyright © 2020 FutureBrand

2020
2019
2014

115

#9 United Arab Emirates

Summary of Perceptions

UAE current momentum

What is UAE most expert at?
27%
26%

Transportation
37%
CulturalSigniﬁcance

25%
26%

Retail

31%

9

38%
41%

Technology

33%
19%
17%

Personal &Household Care7
Sustainability &Environmental
Friendliness

20%
56%

Luxury31%

60%

Internet
Services21%
20%HouseholdAppliances

20%
20%

31%

22%

Food &
Beverage

40%
Political &Economic
Inﬂuence

12%

Media

39%

42%

28%
33%
34%

Financial
Services

34%

24%
26%

Fashion36%

Energy51%
Technology &Innovation

42%
23%
23%

ConsumerElectronics

52%

18%

Automotive

52%

22%
10%
8%

Alcohol
2020
2019
2014

0%

10%

20%

30%

40%

50%

60%

70%

2020
2014

80%

Emotional connection

0%

10%

20%

Recommend to visit /Good to do business with

30%

40%

50%

60%

70%

80%

Made In product perceptions
and purchase intent

8%Distant

Authentic
Products

19%

Indifferent
Close

21%

100%
80%

Admiration

23%

Passionate
2020

98%
28%

0%

10%

20%

30%

60%

96%
40%

50%

60%

70%

80%

40%

94%

Confidence in stability & reliability

88%
86%

3%

V. Low ConﬁdenceHigh Conﬁdence

28%

Recommend it tofamily & friends
as a good country
to do business with

48%
10%

85%

80%

V. High Conﬁdence

FutureBrand Country Index 2020

87%

82%

14%

0%

20%

86%

Some Conﬁdence

2020

89%

84%

7%

Low Conﬁdence

Products
Made In90%

High-Quality
Products

92%

20%

30%

40%

50%

60%

70%

80%

116

Copyright © 2020 FutureBrand

Recommend it tofamily & friends
as a good country
to visit on holiday

UniqueProducts

2020
2019
2014

117

#10 New Zealand

Summary of Perceptions

How does New Zealand perform by dimension?

Made In

What are the key associations with New Zealand?

Experience
A

M

100%

10

DE

IN

UR

ISM

3: Resort &Lodging Options90%

20: High–Quality
Products

70%
60%

TO

2: Range of
Attractions

80%

80%

Value System

1: Value
For Money100%

21: Unique
Products

90%1

22: Buy Products
Made In

4: Would Like to
Visit for a Holiday

70%
60%

Tourism

19: Authentic
Products

50%

50%

5: Food

40%

40%

30%

30%

18: Tolerance

HERITAGE& CULTURE

10%

VALUE
SYSTEM10%

6: Historical
Points of Int.

20%

20%

17: Environmental
FriendlinessBusiness
Potential

7: Heritage,
Art & Culture

16: Political
Freedom

Heritage& Culture

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology
SIN
ES
13: Good for
SP
Business
OT
EN
TIA
L

10: Standardof Living

BU

PurposeQuality of Life
2020
2019
2014

Top-of-mind associations

FutureBrand Country Index 2020

Brand & product associations

118

12: Would Like
to Live in

11: Safety& Security
QU

A

Y
LIT

OF

E

LIF

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

Copyright © 2020 FutureBrand

2020
2019
2014

119

#10 New Zealand

Summary of Perceptions

New Zealand current momentum

What is New Zealand most expert at?
16%

Transportation
26%
CulturalSigniﬁcance

21%
19%

Technology

22%

22%
20%

Retail

26%

10

20%

21%

Personal &Household Care

1

15%

Media

37%
Sustainability &Environmental
Friendliness

14%
18%
21%

Luxury

32%

18%
12%
12%

Internet
Services

44%

11%
10%

HouseholdAppliances

45%

Food &
Beverage

25%
Political &Economic
Inﬂuence

20%
20%

53%

Financial
Services

16%
16%

Fashion

18%
17%
23%
22%

Energy26%
Technology &Innovation

12%
11%

ConsumerElectronics

19%

10%
8%

Automotive

25%

17%
17%

Alcohol
2020
2019
2014

0%

10%

20%

30%

40%

50%

60%

70%

2020
2014

80%

Emotional connection

0%

10%

20%

Recommend to visit /Good to do business with

30%

40%

50%

60%

70%

80%

Made In product perceptions
and purchase intent

6%Distant

Authentic
Products

8%

Indifferent
Close

16%

100%
80%

Admiration

39%

Passionate
2020

98%

30%
0%

10%

20%

60%

96%

30%

40%

50%

60%

70%

80%

94%

40%

95%
94%

Confidence in stability & reliability
V. Low Conﬁdence

88%

2%

84%

Some Conﬁdence

3%

82%

High Conﬁdence

36%

FutureBrand Country Index 2020

Recommend it tofamily & friends
as a good country
to do business with

59%
10%

20%

30%

40%

85%

85%

80%

V. High Conﬁdence
0%

20%

86%

0%

Low Conﬁdence

2020

Products
Made In90%

High-Quality
Products

92%

50%

60%

70%

80%

120

Copyright © 2020 FutureBrand

Recommend it tofamily & friends
as a good country
to visit on holiday

UniqueProducts

2020
2019
2014

121

07

FutureBrand Country Index 2020

Other Top Stories
FutureBrand Country Index 2020

122

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Other Top Stories

The US, the UK, and China

With a US election
looming, post-Brexit
trade deals hogging
the headlines, andChina’s economy
growing as others
struggle during the
pandemic, the phrase‘a week is a longtime in politics’ has
never rung truer.

Given all this, we might have expected
to see America, Britain and — thanks
to continued uncertainty around trade— China all slump in this year’s Country
Index ratings. In fact, both the US andthe UK fell by just one ranking (downto 13 and 20 respectively), while China
was down by only four places to 33.

“The US continues to be the largest
economy and continues to offer
the most options out of all thecountries listed. Doing businessand vacationing is still higher
than the rest even though politicalunrest is present.” Canadian, Male“[The UK is a] peaceful country, no
discrimination, very good purchasing power, you can feel thatyou belong there.” ME/Africa, Male“Technologically [China] is very advanced, and it is a very layered country,
and it is also beautiful.” LATAM, Male

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125

Other Top Stories

The US, the UK, and China

Let’s take the US first. Polarised politics,
social division, questions surrounding
its handling of Covid-19 and one of themost highly anticipated elections inyears have combined to make America
somewhat of an unknown quality.

US — Emotional connection
9%

Distant

14%

Indifferent
Close

18%

Admiration

24%

Passionate
2020

While US citizens feel that the rest of the world
has mixed feelings about them as a country brand(as do UK residents about their nation), many of
our respondents used patriotic language suchas “I love America” while extolling the virtues of
the country’s safety, climate and opportunities.

35%
0%

10%

20%

30%

40%

50%

60%

70%

80%

50%

60%

70%

80%

US — Confidence in stability & reliability
6%

V. Low Conﬁdence9%

Low Conﬁdence
Some Conﬁdence

20%

High Conﬁdence

And nearly one third of Americans view their country
as having dealt with the pandemic "reasonably well".
One in five believe that the US has managed Covid-19"very well". When we asked other nationalities whichcountry they felt had handled the pandemic thebest so far, the US came in at number seven.

30%

V. High Conﬁdence
2020

35%
0%

10%

20%

30%

40%

US — Have visited or would consider visiting80%

Our sample shows that Americans are split on all
manner of issues. They are either very positiveor very negative, there is no middle ground. But,
looking at the bigger picture, the US recorded
business potential as its strongest association,
as it was in 2019. Made in, tourism, heritage andculture have also remained consistent yearon-year although quality of life took a hit, as
did value system, particularly since 2014.

70%

68%
60%

54%

50%

40%

38%
30%

20%

10%

0%

Visited in last 5
years for Leisure

Visited in last 5
years for Business

Would consider visitingin next 5 years

Despite national and global events, confidencein America has remained high. Is the US a
Teflon brand? Time will tell but, judging by
our results, the future looks bright.

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127

Other Top Stories

The US, the UK, and China

As for the UK, its results were very
similar to those recorded in 2019.

UK — Top-of-mind associations

Like the rest of the world, it has been dealing with
Covid-19, but with the added complication of Brexit,
an issue that has split the country down the middle
and shows no sign of resolving itself any time soon.

LondonCountryside
Exciting

Dynamism

Tradition

Advanced

Stability

Serenity
SuperbPalaceInspiring

Financial

Castles

Technology

Tourism Queen Developed

Innovative

Fish and Chips

Kind

Relax

UniqueEnglishHappiness

EconomyTea
Education
Beautiful
Heritage

The UK’s brands continue to be well-respected on
the world stage, among them Range Rover, thePremier League football teams, and tourism associatedwith areas of outstanding natural beauty, among
them the Lake District, and the Scottish Highlands.

Friendly

FamilyCosmopolitan

Royal Family

ModernBritishBrexitElegance

Royalty Premier League Language
Freedom

History
CultureSecuredPolitically Strong

Moving on to China, it is also noted
for its consistency in the various
waves of the Country Index.

Kingdom

PleasureArchitecture

Environment

Dream
Pub

In terms of the pandemic, UK citizens are once
again divided with, at opposite ends of thescale, 15% of the belief that the country has
dealt with it extremely well and 17% of theopinion that it has been handled very badly.

WealthRain

FootballGlobalTheatreStylishDiversity

Safe

Wales

China — Top-of-mind associations

History

Innovative

LivelyGrow

Intelligent

Education

TechnologyBusinessNot surprisingly, advanced technology is its
strongest attribute and has gathered in strength
over the years. Like perceptions of Japan,"Made in China" has long ceased to be an insult.
After all, this is a country which counts Huawei,
Ant Financial, and Alibaba among its brands.

Advanced Technology

KarateCell Phone

Smartphone

Appreciation

SophisticatedTravelPleasure

New Superpower
ImportDusty

Sight Seeing

No Comments
Population

CultureTraditions
Wall

New

Populated
Landscapes

Diligent

Progress

Coronavirus Epic Country
Food

Price

Wealthy

EcologyInternational

Infrastructure

Regarding the pandemic, none of our Chinese
sample had anything negative to say about
how the country has dealt with Covid-19.

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Other Top Stories

Moving On Up: The Middle East Story

United Arab Emirates (UAE),
Qatar, Oman and Saudi
Arabia have all improved
their overall rankings since2019 (they now sit at number
9, 18, 25, and 28 respectively).

“ UAE is progressing forward very fast intechnology, transportation, businessetc. It is a tourist attractive place
and people from all over the world
work in the UAE. The people arefriendly and welcoming.” Far East, MaleCountry Index overall ranking position 2020/2019/2014

But UAE has the stand-out story. A new entrant
to the top ten (it has risen by seven places), its
weakness on value systems hasn’t held it back.

CountryLet’s take a closer look at what’s happening in theregion. It helps to cast our minds back to the 2014
Country Index where our respondents identified
that, among other nations, the UAE and Qatar werecountries most likely to be moving forwards in years
to come. At the time, those we surveyed reported
strong perceptions around business potential andmomentum in innovation as well as energy andtechnology — all of which correlate to country
brand strength. And so this has come to pass.

FutureBrand Country Index 2020

130

Copyright © 2020 FutureBrand

2020

2019

2014

United ArabEmirates

9

16

19

Qatar

18

26

24

Israel

22

22

26

Oman

25

31

34

Kuwait27

28

Saudi Arabia

28

30

39

Turkey

51

40

53

Iran

69

72

71

Iraq

75

75

131

Other Top Stories

Moving On Up: The Middle East Story

The UAE in particular is one of the Middle
East’s most important economic centres.

UAE — Emotional connection
8%

Distant

Although traditionally conservative, it isnevertheless one of the most liberal Gulf nations
and, this year, became the first Gulf State to forge
diplomatic relations with Israel. Now regarded asa regional powerhouse, this small but ambitious
nation is most definitely one to watch.

19%

Indifferent
Close

21%

Admiration

23%

Passionate
2020

28%
0%

10%

20%

30%

40%

50%

60%

70%

80%

60%

70%

80%

UAE — Confidence in stability & reliability“ There is less crime [in Qatar],technology is very good, airways
are the best, best in the world
financially for business andleisure. Very luxurious andaccommodating.” ME/Africa, Male

3%

V. Low Conﬁdence

7%

Low Conﬁdence
Some Conﬁdence

14%High Conﬁdence

28%

V. High Conﬁdence
2020

48%
0%

10%

20%

30%

40%

50%

UAE — Have visited or would consider visiting
80%

Like UAE, Qatar is known for its
successful airline industry not to mention
its petroleum and natural gas reserves.

60%

56%

50%

49%
40%

30%

While the aviation sector has been hit hard by
Covid-19, and Qatar’s economy shrunk in thesecond quarter, the country’s preparations for
hosting the 2022 World Cup have progressed.
Following worldwide bad press over its treatmentof migrant workers, it announced changes to its
labour laws in August, the latest in a serious of
employment reforms. Another one to watch.

FutureBrand Country Index 2020

70%

32%

20%

10%

0%

Visited in last 5
years for Leisure132

Copyright © 2020 FutureBrand

Visited in last 5
years for Business

Would consider visitingin next 5 years

133Other Top Stories

On the Rise: The Africa Story

In keeping with our
key theme of resilience,
the research showsthat all Africancountries increased
their rankings in2020 — and some byconsiderable margins.

FutureBrand Country Index 2020

134

Country Index overall ranking position 2020/2019/2014
Country

Copyright © 2020 FutureBrand

2020

2019

2014

Angola32

69

Algeria

34

60

Ghana

36

Ethiopia

44

52

South Africa

45

51

40

Kenya

46

63

65

Egypt

54

55

54

Nigeria

61

68

75

Morocco

64

66

57

70

135

Other Top Stories

On the Rise: The Africa Story“Historically [Angola] is arich country. [It's people]
continue to overcome theirchallenges, and [Angola's]political organisation
with honor, despite all thesuffering they have alreadyexperienced. The language
also catches my attention.
It responded well to theinvestments already madeby foreign capital, whichindicates that it will attract
more. Automatically making
it more global.” LATAM, Male

Among the unlikely heroes are Angola(soaring to 32 from a previous positionof 69), Algeria (up from 60 to slot34) and Ghana, a new entrant yearon-year, landing at number 36.
So, what is going on? If we scrutinise Angola,
all attributes have witnessed significant scoreincreases since our last report in 2019 (and,across the Country Index as a whole), Angola was
our number one riser over 12 months — no smallfeat given its competition). In the country itself,
there are some fascinating stories, not least
its government’s efforts to implement a seriesof policies to stabilise, reform and broaden the
country’s economy. One of the hopes is thatthese changes will stimulate an expansion ofAngola’s export market. Angola is Africa’s second
biggest oil exporter, so the stakes are high.

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Other Top Stories

On the Rise: The Africa Story

Algeria, the second highest riser since2019, has recorded higher attributescores across all measures since 2019.

Algeria — Emotional connection
10%

Distant

15%

Indifferent
Close

Respondents cited it as a country known for its
tourism industry, vibrant streets and stunninglandscapes, and described it as a place seen to be
progressing and full of character. But this could
be subject to change. Recent reports talk offading hopes for a new political course in Algeria
and news stories suggest that the country isexpelling thousands of migrants and refugees.

23%

Admiration

31%

Passionate
2020

21%
0%

10%

20%

30%

40%

50%

60%

70%

80%

60%

70%

80%

Algeria — Confidence in stability & reliability
7%

V. Low Conﬁdence8%

Low Conﬁdence
Some Conﬁdence

24%

High Conﬁdence“ Kenya is a beacon of hope in
our continent and is making
great strides into the future
for its people and the rest of
the continent.” ME/Africa, Male

29%

V. High Conﬁdence
2020

32%
0%

10%

20%

30%

40%

50%

Algeria — Have visited or would consider visiting
80%

70%

60%

Meanwhile, Kenya, is one of our surveywide top risers, up 17 places to 46.

40%

30%

28%

It is seen to be a country that is growing andprogressing and, as it has been for many
years, is associated with safaris, landscape,culture, beaches, and world heritage sites.

FutureBrand Country Index 2020

55%

50%

24%

20%

10%

0%

Visited in last 5
years for Leisure138

Copyright © 2020 FutureBrand

Visited in last 5
years for Business

Would consider visitingin next 5 years

139Other Top Stories

Slipping Down: The LATAM Story

It’s not been a good timefor LATAM. According to our
research, between 2014 and2020, four of the top five
fallers were all in this region— Chile, Argentina, Mexicoand Peru. Year-on-year,
both Peru and Argentina
were still top fallers.

Country Index overall ranking position 2020/2019/2014

Only Puerto Rico, Guatemala and the Dominican
Republic have improved (they all do well on
perceptions of natural beauty, tourism, andheritage and culture) whereas the fallers
share a variety of characteristics, not least
being seen as poor value for money.

FutureBrand Country Index 2020

140

2020

2019

2014

Puerto Rico

37

62

33

Guatemala47

57

Panama48

46

41

Brazil

57

47

43

Cuba

58

48

Ecuador59

53

Argentina

60

36

42

Peru

65

37

49

Dominican
Republic

68

70

Colombia

70

54

63

Mexico

72

64

55

Chile

73

43

46

Country

Copyright © 2020 FutureBrand141

Other Top Stories

Slipping Down: The LATAM Story“Argentina is one of the mostbeautiful places I have everseen. It has a very beautiful
nature. They have advanced intechnology. They have developed
their culture.” ME/Africa, Male

Chile — What are the key associations?

MADE IN
22: Buy Products
Made In

TOURISM
2: Range of
Attractions

100%

21: Unique
Products

3: Resort &Lodging Options

90%
80%

20: High–Quality
Products

4: Would Like to
Visit for a Holiday

70%
60%

It could be argued that Covid-19 has exposed manyof Latin America’s biggest problems, from patchy
access to healthcare, inequality, and a lack of trustin central government. Prior to the pandemic,
the region was already struggling in various areas
including street protests and widespread violence.
Now it has the unwanted accolade of being home to
six of the world’s ten deadliest Covid-19 outbreaks,
among them Chile, Brazil, Mexico and Peru. It seems
likely that the pandemic will reverse any progress
made in recent years on poverty and injustice.
And who knows what the future holds for LATAM
leaders. Take Brazil’s Jair Bolsonaro, for example.
He may be popular now thanks to emergency aid
payments but foreign investment has flooded out of
the country and unemployment is at record levels.

“ I love the people, culture, andbeauty [of Brazil].” US, Female

FutureBrand Country Index 2020

1: Value
For Money

142

50%

19: Authentic
Products

5: Food40%30%

6: Historical
Pointsof Interest

20%

18: Tolerance

10%

VALUE
SYSTEM

HERITAGE &CULTURE

17:
Environmental
Friendliness

7: Heritage,
Art & Culture

16: Political
Freedom

8: Natural Beauty

15: Good
Infrastructure

9: Health &Education

14: Advanced
Technology

10: Standardof Living
13: Good forBusiness

12: Would Like
to Live in

11:Safety& Security

BUSINESS POTENTIALQUALITY OF LIFE

Tourism
1 Value for Money
2 Range of Attractions
3 Resort & Lodging Options
4 Would like to Visit for a Holiday
5 FoodHeritage & Culture
6 Historical Points of Interest
7 Heritage, Arts, & Culture
8 Natural Beauty

Quality of Life
9 Health & Education
10 Standard of Living
11 Safety & Security
12 Would Like to Live In

Business Potential
13 Good for Business
14 Advanced Technology
15 Good Infrastructure

Value System
16 Political Freedom
17 Environmental Friendliness18 Tolerance

Made In
19 Authentic Product
20 High-Quality Product21 Unique Products
22 Buy Products Made In

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2020
2019
2014

143

08

FutureBrand Country Index 2020

Asia Pacific
EuropeMiddle East
AfricaRegions
FutureBrand Country Index 2020

LATAM
North America

144

Copyright © 2020 FutureBrand

145

Regions

Asia PacificAcross the different
regions of the world,
it’s a mixed bag.
As we discussed
earlier in the Index,
many countries(and regions)have confounded
expectations. The
following graphics
show the full picture.

FutureBrand Country Index 2020

Country

2020

2019

2014

South Korea

16

20

20

Singapore

17

18

14

Malaysia

30

45

48

China

33

29

28

Myanmar38

49

Thailand39

39

Hong Kong

40

24

Sri Lanka

43

58

Kazakhstan

49

59

Bangladesh

50

71

72

Country Index overall ranking position 2020/2019/2014

Indonesia

52

56

66

Country

38

60

2020

2019

2014

Philippines

63

67

Japan

1

1

1

Vietnam

66

61

64

New Zealand

10

11

11

India

67

41

50

Australia

11

15

8

Pakistan

74

73

73

146

Copyright © 2020 FutureBrand

147

Regions

EuropeCountry Index overall ranking position 2020/2019/2014

2020

2019

2014

2020

2019

2014

Spain

23

23

23

Switzerland

2

3

2

Portugal

24

25

27

Norway3

2

6

Ireland

26

33

21

Germany4

63

Belgium

29

21

22

Denmark

6

7

9

Russia31

27

31

Finland7

5

13

Greece35

34

30

Sweden

8

4

4

Czech
Republic

41

32

29

Austria12

910

Slovakia

42

35

59

France14

17

17

Bulgaria

53

Italy

15

14

18

Poland55

44

45

Luxembourg

19

10

Hungary

56

38

56

United Kingdom

20

19

12

Romania

62

42

62

Netherlands

21

13

16

Ukraine

71

74

74

Country

FutureBrand Country Index 2020

Country148

Copyright © 2020 FutureBrand

67

149

Middle East

FutureBrand Country Index 2020

AfricaCountry Index overall ranking position 2020/2019/2014

Country Index overall ranking position 2020/2019/2014

CountryCountry

2020

2019

2014

2020

2019

United ArabEmirates

9

16

19

Qatar

18

26

Israel22

Oman

Angola32

69

24

Algeria

34

60

22

26

Ghana

36

25

31

34

Ethiopia

44

52

Kuwait27

28

South Africa

45

51

40

Saudi Arabia

28

30

39

Kenya

46

63

65

Turkey

51

40

53

Egypt

54

55

54

Iran

69

72

71

Nigeria

61

68

75

Iraq

75

75

Morocco

64

66

57

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2014

70

151

LATAM

North America

Country Index overall ranking position 2020/2019/2014
2020

2019

2014

Puerto Rico

37

62

33

Guatemala47

57

Panama48

46

41

Brazil

57

47

43

Cuba

58

48

Ecuador59

53

Argentina

60

36

42

Peru

65

37

49

Dominican
Republic

68

70

Colombia

70

54

63

Mexico

72

64

55

Chile

73

43

46

Country

FutureBrand Country Index 2020

Country Index overall ranking position 2020/2019/2014
Country152

Copyright © 2020 FutureBrand

2020

2019

2014

Canada

5

8

5

US

13

12

7

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09

FutureBrand Country Index 2020

CitiesFutureBrand Country Index 2020

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155

Cities

Overview

In previous Country
Indexes, we’ve examined
how cities provide a
powerful sense of placeand belonging, even if
those cities are beset bycrime, social inequality
and a high cost of living.

FutureBrand Country Index 2020

Country

2020

2019

2014

Paris

6

5

7

Moscow

7

6

5

Shanghai

8

9

9

Dubai

9

11

10

Berlin10

10

8Hong Kong

11

8

11

Country Index most influential cities 2020/2019/2014

Istanbul

12

17

21

Country

Singapore

13

12

12

2020

2019

2014

New York

1

1

1

Perth

14

Beijing2

3

3

Los Angeles

15

15

16

Washington

3

4

4

Rome

16

20

17

London

4

2

2

Seoul

17

16

19

Tokyo

5

7

6

Toronto

18

19

18

Oslo

19

Amsterdam

20

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157

Cities

Overview

In 2020 we must also
consider the effect of
Covid-19 on urban living.
Press reports suggest
a widespread desire toescape to the country
with some media outlets
claiming that the exodus
has already begun. Well,
if that’s the case, we’recertainly not seeing muchevidence of it in our data.

FutureBrand Country Index 2020

According to our Index, New York has retained
its number one spot as the globe’s mostinfluential city despite a dramatic fall in visitor
numbers due to Covid-19 and continuing uneaseover political divisions in the wider US.
Similarly, London, which has also witnessed a collapse
in visitor numbers against a Covid-19 backdrop
and national disagreements over Brexit, is ranked
at number 4, albeit down two slots since 2019.
Meanwhile, Beijing has climbed one place to number
2, and Washington is also up one, landing at 3.
Tokyo completes the top 5. These are all major
cities which have struggled during the pandemic
in terms of outbreaks, tourism and businesssustainability. Yet they are regarded as being themost influential cities over the next three years.
Resilience and the long-term picture is key.
Of course, we may see a different picture in 2021
if the pandemic is still gripping the world, more
people are working from home, and companies
have changed their employment practices
on a permanent basis. Only time will tell.

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10

FutureBrand Country Index 2020

Notes and
Methodology Detail
FutureBrand Country Index 2020

160

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161

Notes and Methodology Detail

Overview

Now in its third wave
in its current format(previous waves wereconducted in 2014 &2019), the FutureBrand
Country Index is a
global study thatreorders the WorldBank’s top 75 countries
on perception
rather than GDP.

This research is a globally informed
audience of frequent flyers evaluating
the image and reputation of the WorldBank’s top 75 countries by GDP.
Both the 2020 and 2019 waves werebased on the World Bank ranking(2014 was not based on the WorldBank ranking). All participants in the
FutureBrand Country Index wereinterested in travelling abroad andhad travelled internationally at least
twice in the last two years, with amix of business and/or leisure.
We are in the middle of the Covid-19
pandemic and the research also covers
attitudes towards how countries
are seen to be dealing with this.
Importantly, our rankings showthat a country’s financial strength
does not necessarily translate
into perception strength.
Fieldwork took place between
September 2 and September 11, 2020.

FutureBrand Country Index 2020

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163

About FutureBrand

Our partner

FutureBrand is a worldleading brand transformationcompany. With offices acrossthe world, we unite global
experts in strategy, design
and innovation to futureproof
businesses and countries
through brand experiencesthat drive profitable, longterm growth.

QRi Consulting is FutureBrand’s global
research partner for the FutureBrand
Country Index. Working in close collaboration
with us, QRi managed questionnairedevelopment and provided an in-depth
analysis of the qualitative and quantitative
data underpinning the report. This was
informed by QRi’s extensive research, brandand sector knowledge and experience as wellas its proprietary QualiQuant methodologies.

futurebrand.com
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For further information contact:
James Martin
Global Marketing
jmartin@futurebrand.com
For new business enquiries by region visit
futurebrand.com/contact-us

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